How to transform your AlcBev marketing with shoppable media
Discover how shoppable media tailored to your consumers can transform alcohol marketing. Enhance compliance, engage audiences, and boost sales. Book your free demo now!
If your alcohol brand isn't leveraging shoppable media, you're leaving money on the table. In an age where convenience reigns supreme, and shoppers expect to buy with just one click, alcohol brands must harness the power of shoppable tools to drive sales and brand loyalty.
The surge in online shopping for alcohol presents a golden opportunity for brands eager to capture consumer attention. According to IWSR, “60% [of online AlcBev shoppers] now spend more on alcohol than they would in a store.” This statistic alone should make any AlcBev brand stakeholder spit out their wine and rethink their online strategy.
In this article, we’ll explore the innovative solutions and best practices that AlcBev brands can use to integrate shoppable tools into their social commerce strategies, ensuring regulatory compliance while boosting engagement.
With the rise in online shopping, consumers are no longer limited to local liquor stores. Instead, they explore vast selections, read reviews, and purchase with a few clicks. This change is reshaping the alcohol industry, and brands must adapt to stay relevant.
When it comes to demographics, “Online purchasers of alcohol in the US are skewed towards men, Millennials, those on higher incomes and people with broader alcohol repertoires.”
Watch out, Millennials, shoppable media has entered the chat. Bringing online shopping capabilities directly into digital content allows consumers to purchase products as soon as they discover them. Yet, this innovation brings the challenge of following Tied House regulations, which ensure fair advertising and prevent suppliers from having too much sway over retailers. These rules are crucial for brands wanting to use shoppable tools while staying compliant.
Social media platforms such as Instagram, Facebook, and TikTok are not just for selfies and dance challenges—they are powerful tools for alcohol brands to connect with audiences. The challenge lies in crafting engaging content that complies with advertising regulations while standing out in the sea of alcohol brands. Through the strategic use of social commerce, brands can create seamless experiences that drive sales directly from a social feed.
Shoppable media is transforming how alcohol brands engage with consumers. By incorporating interactive elements such as buy buttons and product tags into digital content, brands can create a seamless shopping experience that drives conversion.
Shoppable media offers an undeniable opportunity for AlcBev brands to enhance their ecommerce strategies. By embedding purchase options within creative content, brands can capture the impulse buy—a powerful driver of sales. But it's not just about embedding links; it's about crafting a narrative that resonates with consumers and compels them to act.
The power of shoppable media doesn't stop there. Brands can also leverage these offsite where-to-buy experiences to drive in-store traffic. By integrating location-based services, consumers can easily find nearby retailers carrying their favorite products. This not only boosts sales but also supports local businesses.
Successful integration of shoppable tools requires a strategic approach. From NA beers to canned cocktails to hard kombucha, brands are experimenting with their product line and seeing positive results. Delivering content that both informs and entertains enables brands to cultivate trust and loyalty. To achieve this, you must understand the preferences and behaviors of your target audience so you can effectively engage more customers with future shoppable campaigns.
Start by using data analytics to tailor marketing efforts and ensure relevance. By understanding consumer behavior and preferences, brands can create personalized experiences that are more likely to convert.
Alcohol brands should also consider running campaigns to their seasonal flavors! Take a look at New Belgium’s Pear-supported Product Detail Page (PDP), a discovery tool and media destination: https://www.newbelgium.com/beer/holiday-ale/.
Another solution is collaboration. Partnering with shoppable media providers can help your brand stay ahead of the curve while ensuring compliance. These partnerships can provide valuable insights and tools that enable brands to integrate shopping features smoothly into their digital content.
The alcohol industry faces unique regulations, especially Tied House laws, which prevent unfair competition by limiting any single entity's influence over retail processes. Brands must carefully navigate these rules when using shoppable media and digital tools.
To remain compliant, brands should set clear boundaries in partnerships with retailers, ensuring that all content is transparent and accurate, and avoiding any practices that could be seen as biased.
Integrating shoppable tools into your marketing strategy requires careful planning and execution. Here are some best practices for alcohol brands to maximize this opportunity:
The future of alcohol advetising is digital, and CPG brands that don’t adapt are left behind. By leveraging shoppable tools and integrating them into a comprehensive marketing strategy, AlcBev brands can reach new audiences and foster deeper connections with existing customers.
Success in this space requires a delicate balance of creativity, compliance, and consumer understanding. Brands must be willing to innovate and take risks while maintaining the trust of their audience.
Elevate your alcohol brand with shoppable media, enabling direct consumer connections through social commerce and where-to-buy features. Together, we can unlock your brand’s digital marketing growth.
Book your free demo today →
%20(1).png)
.png)